Don't let competitors define your brand
By: Amy Morin
If you don't carefully define and market your brand, you could be making a costly business make.
An unclear or ill-defined brand gives your competitor an opportunity to define your brand for you. Take action to ensure that you're the one who defines your brand.
Be Proactive in Releasing News
Your competitors are likely to release information and stories that can hurt your brand.
Be proactive so you can spread the word first and get the information you want about your brand out there. Otherwise, you risk allowing your competitor to create the headline.
If your competitor sells twice as much of a product than you do, your competitor's headline might read, "Our brand beats the competitor 2 to 1." However, your headline might be "Our brand gained 50 percent of the marketplace in just one year."
It's all about the way that the story gets spun.
Therefore, it's important to be proactive in ensuring that you spread the news you want about your brand before the competitor does.
Release information that focuses on the positive aspects of your business and your brand's popularity.
Maximize your strengths and make sure your audience is hearing what you have to say about your product, not what your competitor says.
Market to Your Target Audience
Clearly define your target audience and market your brand to that audience. If you do it well, your audience will respond well, despite what the competition says about your brand.
Make your social media efforts match the tone you want to set for your business. This will ensure that your customers view your brand as authentic and trustworthy. When your customers trust you, they'll care less what the competition says about you.
The goal should be to build brand loyalty.
When customers grow to truly love your brand, they'll become loyal followers who will choose your products over the competition.
Practice the Best Customer Service
Excellent customer service skills can help build a positive reputation for your brand.
Respond to customer's needs in a timely fashion. Develop a plan to respond to customer complaints and concerns as well so that you can maintain a positive reputation.
Listen to what your customers have to say.
Find out what their needs are and what they want from your brand. You'll learn a lot about what they think about your brand and it will help ensure that you're meeting their expectations.
Focus on What Sets You Apart
Market the reasons why customers should buy from you instead of the competition. Make it clear what sets your brand apart from the competition.
If you're first to highlight how your brand differs from other brands, customers will see it as a strength. Don't wait until your customers hear what the competition has to say.
Focus on this and show your customers why your brand is better.
Showing your customers how you are different from the competition can help ensure you define your brand.
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.